Victoria's Secret show takes wing to Los Angeles

RussBritt

LOS ANGELES (MarketWatch) -- Amid a flurry of feathers and flesh, the Victoria's Secret Fashion Show ventured west for the first time Thursday, as the Limited Brands icon started to show off its rapidly expanding line of apparel -- intimate and otherwise -- in Los Angeles.

More than two dozen supermodels gathered for the taping of the show, which will be telecast by CBS on Dec. 5, wearing the usual heavy doses of makeup and lace. This year, however, more than a few feathers, diamonds and even some popcorn were thrown into the mix as well.

Limited Brands spends $9 million to $10 million to put the show on each year.

On top of that, pop idol Justin Timberlake was on hand, creating a double-whammy for the nervous censors. Timberlake serenaded the models as they pranced down the runway to his hit "SexyBack" but was sure to steer clear of their garments and any potential wardrobe malfunctions.

Timberlake and Janet Jackson, of course, made the now-infamous performance at the 2004 Super Bowl, also aired by CBS, in which he pulled on Jackson's top and exposed her breast. The incident resulted in a fine for CBS and forced the cancellation of that year's Victoria's Secret show.

This year, what is perhaps the world's most provocative infomercial is marching on, and parent Limited Brands
LTD, +2.77%
couldn't be happier. The company spends $9 million to $10 million to put the show on each year, but that's a drop in the bucket compared with the marketing efforts that would be needed to equal the impact of this hour-long show, executives say.

"We believe this is a very targeted, long-lasting format," said Sharen Jester Turney, chief executive of the Victoria's Secret brand. "It is so powerful that today we have not been able to think of a better idea than the Victoria's Secret fashion show."

Feathers seemed to be in plentiful supply for this year's gathering, as a select group of six supermodels called Victoria's Secret "angels," among them Gisele Bundchen and Karolina Kurkova, donned a pair of wings along with the handkerchiefs that covered their extremities.

Kurkova, in particular, had the added responsibility of wearing a diamond-studded bra worth a reported $6.5 million. But she's had some time to prepare for the burden.

"This is the only fashion show I do now," said Kurkova, traipsing around backstage in a silk robe with her hair in curlers. "I'm taking some time off. I'm really focusing on this show every year."

In fact, the Victoria's Secret show not only has become a magnet for lascivious males, but models are drawn to the job as well.

"I love it," said model Caroline Trentini -- also in curlers -- as she was getting her nails done. "It's fun. It's not like a normal show."

Indeed.

In addition to the diamond-studded bra, Victoria's Secret models wore capes, corsets, lame and bolt jewelry. Swarovski Crystal seemed to play a prominent role in many of the ensembles at the fashion show, though it's unclear exactly what that was.

One model carried a pink comforter with her. And another's bustier was accented with popcorn -- yes, the Orville Redenbacher kind.

There even was a Scottish theme, replete with bagpipes blaring in the background, as models strolled out with accents of tweed and houndstooth to dress up their undergarments.

But many of those accessories won't even be on the racks for consumers, Turney said. It's mostly just the bras, panties and garters that will see the light of retail.

So what's really on the underwear fashion plate this year at Victoria's Secret? Well, in addition to beaded bras and dotted mesh panties, it's mostly about getting the company's other brands noticed.

The company's new Pink line of apparel, along with its "Very Sexy" cosmetics, is being pushed this year. Samples of its new cosmetic line were offered in gift bags to journalists, while celebrities arrived at the show's Kodak Theater locale -- home of the Oscar ceremonies -- to walk along a pink carpet.

Turney said the show is expected to kick off the chain's Christmas selling season when it airs. How much it will add to the company's coffers is unclear.

"Anytime you do something likes this, it's hard to quantify it. But I can tell you the day after the fashion show, we [offer] a free lip gloss. We actually see the traffic booming in the stores," Turney said.

She added that as many as 100 million people see at least a snippet of the show, either on television or online.

Victoria's Secret has become the dominant force among the Limited Brands companies, capturing more than 60% of the company's overall sales. Other Limited companies include Bath & Body Works, Express and Limited Stores.

In the third quarter, Victoria's Secret posted the greatest same-store-sales growth of all the Limited divisions, with sales at stores open a year or more climbing by 17%. It's becoming such a dominant force in the company that it's created speculation that Limited might spin off Victoria's Secret.

"At this time, we do not have any plans to do that," Turney said. Asked if a spinoff was possible in the future, she added: "I really can't say. Right now, there are no plans."

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